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Journalism of Courage
German luxury vehicle manufacturer BMW has not just produced cars of fine comfort that it’s well known for, but motorbikes and engines too. But the auto company has now entered a rather unexpected market, and we still can’t figure out why.
The car manufacturing giant has now tied up with PUMA to manufacture running shoes. X-CAT DISC — the new running shoe was designed based on the concept of the legendary BMW GINA Light Visionary model car, launched in 2008. The shoe’s exterior is made of stretchable fabric. What’s interesting, is that the entire shoe is made of the same elastic material, thus ensuring that they wrap snugly around people’s feet.
And unlike your everyday sports shoes, that have laces and other fasteners, these BMW shoes have discs instead. These discs can be rotated to tighten or loosen the grip of the shoe as per the wearer’s comfort. According to the BMW Group website, Adrian van Hooydonk, the Senior Vice President of BMW Group Design said that the approach towards making the shoes was to look at every aspect of making a shoe and to then reimagine it.
The shoes are designed in collaboration with PUMA and a BMW group company called DesignWorks and is out in the market at a price of $135 (approximately Rs 2,345.86).
